Pluto TV Launches AfterWork TV, a Streaming Channel for Sweden's 55+ Audience
Pluto TV will launch AfterWork TV on October 23, 2025, a new streaming channel in Sweden tailored specifically for viewers aged 55 and older, featuring original programs on travel, beauty, and lifestyle hosted by well-known Swedish personalities.
- • AfterWork TV launches on October 23, 2025, targeting the 55+ demographic in Sweden.
- • The channel features new Swedish programs hosted by Agneta Sjödin, Rickard Olsson, and Yvonne Ryding.
- • Programming focuses include travel, beauty, health, personal finance, and inspiring life stories.
- • The channel is offered free on Pluto TV as a linear and on-demand streaming service.
Key details
Pluto TV is launching AfterWork TV on October 23, 2025, a new streaming channel dedicated to viewers aged 55 and older. This initiative addresses a gap in the media market by providing engaging and relevant content for a demographic often overlooked by traditional media, according to Jesper Dahl, General Manager of Pluto TV for Northern and Central Europe. The channel will feature original Swedish programming with themes spanning health, travel, beauty, and personal stories.
Notable personalities host key programs: Agneta Sjödin leads "Inte en dag för gammal," interviewing inspiring individuals who defy age stereotypes; Rickard Olsson hosts the travel series "Nyfiken På," exploring intriguing destinations; and former Miss Universe Yvonne Ryding presents "Skönhet med Yvonne," offering beauty guidance tailored to women over 55. Other segments will include expert advice on personal finance and lifestyle topics.
Jesper Dahl highlighted the importance of presenting high-quality content targeted at older viewers, emphasizing their desire for curiosity, joy, and meaningful experiences in media. Both Sjödin and Olsson expressed enthusiasm, noting the channel's focus on celebrating life beyond 55.
Available as a free service without subscription, AfterWork TV will be accessible as both a linear channel and on-demand, making it easy for seniors to engage with compelling content tailored to their interests.